Read the Conversation
Conversation highlights:
- From global manufacturer to regional builder: Transitioning from Abbott to Basic Medical Equipment marked a natural evolution — shifting from representing innovation to actively shaping how advanced interventional technologies reach physicians and patients across the region.
- Strategic partnerships drive clinical impact: Collaborations with global innovators across vascular intervention, imaging, and hypertension therapy have expanded treatment options while reinforcing physician confidence and clinical outcomes.
- Distributors as strategic enablers: In today’s UAE healthcare landscape, distributors have evolved beyond logistics into strategic partners — supporting regulation, education, market development, and responsible technology adoption.
- AI reshaping the patient journey: AI-powered diagnostics are redefining care by shortening the gap between diagnosis and treatment, enabling earlier decisions and improved patient outcomes.
EF: You transitioned from Abbott’s vascular division to Basic Medical Equipment as a distributor partner. What attracted you to this role, and what mission did you set for yourself?
MS: My transition to Basic Medical Equipment was both a professional opportunity and a natural evolution. Having worked closely with the company during my time at Abbott, I had already developed a strong appreciation for the team’s capabilities and entrepreneurial mindset. I saw clear potential to build a platform that could bring advanced interventional technologies closer to physicians and patients across the region.
When I joined in October 2022 to lead the Interventional Division, my ambition was to elevate the division into a trusted partner for innovation in vascular intervention. The focus was not only on growth, but on building a sustainable and credible presence based on clinical value, strong partnerships, and access to advanced technologies.
A key pillar of this journey has been strengthening our collaboration with global partners such as Terumo Corporation, whose technologies are widely respected and continue to play an important role in advancing interventional care in our region.
At the same time, we worked to broaden our portfolio with innovative solutions that respond to evolving clinical needs. This includes collaboration with Cardionovum GmbH, whose drug-coated balloon technologies offer physicians effective treatment options while preserving the natural vessel anatomy, as well as Vivolight Medical Device & Technology, strengthening our capabilities in advanced intravascular imaging through OCT technology.
One of the most meaningful milestones has been supporting the introduction of renal denervation therapy through our collaboration with Recor Medical, an innovative treatment option for patients with uncontrolled hypertension. A particularly proud achievement was the successful introduction of this therapy at Al Qassimi Hospital, where in 2024, physicians performed the first renal denervation procedure outside the USA & Europe using this technology. This milestone reflects both the UAE’s leadership in adopting advanced medical innovations and the strength of collaboration between clinicians and industry partners.
What motivates me most is not only the business growth, but the impact we can create by connecting innovation with clinical practice. My mission has been to build a division that physicians trust — one that consistently delivers value through expertise, reliability, and meaningful technologies. I believe this approach will continue to position Basic Medical Equipment as a strong contributor to the advancement of interventional medicine in the region.
EF: How do distributors function within the UAE’s healthcare market, and how has this role evolved?
MS: Distributors play a fundamental role in the UAE healthcare system, serving as the bridge between global medical device manufacturers and local healthcare providers. In a highly specialized and regulated sector such as medical technology, manufacturers rely on distributors not only for market access but also for local expertise, regulatory navigation, and clinical support.
The UAE is a sophisticated healthcare market with well-developed institutions and evolving regulatory frameworks. Successfully operating in this environment requires a deep understanding of the different healthcare authorities and procurement models, as well as the operational requirements of hospitals and clinical teams. Distributors provide this local insight, allowing manufacturers to establish a sustainable and compliant presence while ensuring continuity of supply and service.
Over time, the role of distributors has evolved significantly. Historically, distribution was largely focused on logistics and commercial representation. Today, distributors are increasingly expected to act as strategic partners who contribute to market development, physician education, and the responsible introduction of new technologies. This evolution reflects the growing complexity of medical devices and the faster pace of innovation across the sector.
Another important aspect of the distributor’s role is maintaining close relationships with healthcare providers and regulatory stakeholders. This proximity allows us to understand emerging clinical needs and provide manufacturers with valuable market insight, helping guide the introduction of technologies that can make a meaningful difference in patient care.
In a field where innovation advances rapidly, local presence becomes a key advantage. Distributors are able to respond quickly, support physicians during the adoption of new technologies, and ensure that solutions are adapted to the realities of the healthcare system. Ultimately, the distributor’s role is not simply to supply products, but to enable innovation to reach patients in a safe, efficient, and sustainable way.
EF: What criteria do you use when selecting new partners, and how do you approach a go-to-market strategy?
MS: Selecting the right partners is one of the most important strategic decisions we make. In many ways, the process mirrors how global manufacturers evaluate their distributors — it requires alignment in vision, quality standards, and long-term commitment.
We do not simply look for products to distribute; we look for technologies that solve real clinical problems and partners who are committed to building the market with us.
The starting point is always the clinical value of the technology. We carefully evaluate how a solution addresses unmet medical needs and how well it fits within our existing portfolio. In some cases, we expand within established therapeutic areas such as cardiovascular intervention to provide more comprehensive solutions to physicians, while in others, we selectively explore adjacent specialties where innovation can bring clear benefits to patients.
Alongside the technology itself, we assess the manufacturer’s capabilities and reliability. This includes product quality, supply consistency, regulatory readiness, and the ability to provide technical and clinical support. In the medical device sector, distributors and manufacturers share a responsibility toward healthcare providers and patients, which makes it essential to work with partners who can maintain the highest standards over the long term.
Our go-to-market approach is deliberately structured and clinically driven. We typically begin by working closely with experienced physicians and reference centers to support the safe and effective introduction of new technologies. From there, adoption expands through education, training, and ongoing clinical collaboration.
Successful market entry in medical technology is rarely about speed — it is about credibility, consistency, and trust.
EF: How do you balance digital transformation with the Gulf’s preference for in-person relationship building?
MS: In the Gulf, relationships are fundamental — and digital transformation should never replace that. Instead, we see technology as an enabler that strengthens human interaction rather than competing with it. The balance comes from being digitally advanced behind the scenes, while remaining personally present where it matters most.
Internally, we have fully embraced digitalization. Our operations run without paper, relying on integrated software systems that improve efficiency, transparency, and traceability. This approach allows our teams to spend less time on administrative tasks and more time engaging with physicians, hospitals, and stakeholders. Digital efficiency, in our view, is what creates space for stronger personal relationships.
One practical example is inventory management. By adopting “RFID” as advanced tracking technologies for consignment stock, processes that previously required manual documentation, operating room interruptions, and lengthy reconciliation can now be completed in minutes — without disrupting clinical workflows or patient care. These improvements may not be visible to the end user, but they significantly enhance reliability and responsiveness.
At the same time, we are carefully exploring digital health solutions such as telemedicine platforms, particularly for chronic disease management. These tools are designed to complement traditional care models, offering patients convenience and continuity while maintaining physician oversight and clinical accountability.
Looking ahead, digital innovation will increasingly support clinical decision-making rather than replace it. Technologies such as advanced imaging analytics and artificial intelligence have the potential to standardize procedures, reduce variability, and improve outcomes — while still keeping physicians firmly in control of final decisions.
Ultimately, success in the Gulf comes from respecting culture while embracing progress. Trust is built face-to-face, but it is sustained through consistency, efficiency, and reliability. Digital transformation allows us to deliver on that promise, while human relationships remain at the heart of how we operate.
EF: What’s the most exciting technology you’re seeing that will impact patients in your field?
MS: Without question, AI-powered diagnostics represent the most exciting development in our field today. The pace of innovation is extraordinary, and we are only beginning to understand its full potential to transform patient care.
At MEDICA last year, I saw technologies that can fundamentally change the treatment timeline — including compact, mobile imaging solutions that allow critical diagnostics, such as stroke assessment, to begin before a patient even reaches the hospital. In time-sensitive conditions, this shift from reactive care to early, data-driven decision-making can be life-saving.
What is equally exciting is how these technologies are empowering patients. AI-driven diagnostics and intuitive digital tools are increasing patient engagement, confidence, and adherence to treatment, which ultimately translates into better outcomes.
Innovation matters most when it shortens the distance between diagnosis, decision, and treatment — and that is exactly where AI is taking healthcare.
EF: Is there a final message you’d like to share with our readers?
MS: Healthcare is evolving faster than ever, and with that progress comes a shared responsibility — to ensure that innovation ultimately serves people, not just systems. At Basic Medical Equipment, our focus remains on responsibly introducing advanced medical technologies that address real clinical needs and improve quality of life.
What continues to motivate me personally is seeing how the right technology, introduced at the right time, can genuinely change patient outcomes. Having the opportunity to contribute to bringing breakthrough innovations to the region has been deeply rewarding, particularly when you witness their impact on patients’ lives.
Looking ahead, our commitment is simple: to remain curious, selective, and patient-focused. If innovation helps people live healthier, fuller lives, then it is worth pursuing, and that belief will continue to guide everything we do.
